There are many ways to get users to promote your app, ranging from engaging viral game mechanics and shareability, to social and paid media promotion. Take advantage of Free App Analytics (FAA) to gather as much user intelligence data as possible to evaluate your progress and determine the most effective way to engage new users to download and install your app.
As a first-time marketer, you likely promote your app on your own social pages, website, and through email lists. These are examples of “owned” media channels. You are promoting your app to an audience you have built. This audience has some idea of who you are, and they have decided to engage with you by following you or your page, giving you their email address, or otherwise saying, “I’m interested in what you’re doing!”
You may also have spent money to promote your app on major social platforms like Google, Facebook, Snapchat, or Instagram. These are examples of paid media. It is important to track both owned and paid media on a single platform to compare the effectiveness of both. This is holistic attribution.